Brands
Enamor appoints Taapsee Pannu as brand ambassador
Actress fronts bold ‘Unapologetic As I Am’ campaign for new Bamboo Cotton lingerie range.
MUMBAI: Enamor has found its perfect match and she’s proudly unapologetic about it. The leading Indian lingerie brand has announced actress and icon Taapsee Pannu as its new brand ambassador. The partnership kicks off with a spirited new campaign titled ‘Unapologetic As I Am’, marking a bold repositioning from fabulous appeal to spirited self-acceptance and confidence.
At the heart of the campaign is a striking digital film showing Taapsee in everyday wellness moments from meditation to hydration and nutrition. She chooses Enamor’s new Bamboo Cotton range as her “first layer of confidence.” Made from natural, light bamboo fabric, the collection is soft, breathable, sweat-wicking and antimicrobial, offering all-day comfort with a no-pinch, no-dig, no-rash promise ideal even for peak Indian summers.
Modenik Lifestyle (Enamor) chief executive officer and executive director Shekhar Tewari said, “At Enamor, we don’t follow the category; we lead with thought leadership and disrupt with boldness. This bamboo fabric is not just a fabric upgrade; it is a statement that comfort and confidence can coexist without compromise.”
Taapsee Pannu added, “When Enamor approached me, it simply felt like a match made in heaven. ‘Unapologetic As I Am’ isn’t just a message, it’s a bold declaration. Wearing this Bamboo collection felt like a second skin.”
The campaign is now live across digital platforms, with the new range available on Enamor’s website, select D2C platforms and offline stores.
In a category often focused on allure, Enamor is making a refreshing shift celebrating real women who refuse to apologise for who they are. With Taapsee leading the charge, the message is clear, the most powerful thing you can wear is unapologetic confidence, right from the first layer.
